good to start I have a question
for the women
what would happen if a company finds out
without you telling them they are
pregnant
what would happen if a company finds out
who are pregnant before this one
is your family how do you
they would feel if the company finds out that
they are pregnant before you
are pregnant by these questions
arose from what happened in
a very large American company
who receives a visit from a very customer
angry that he complains because his daughter
I was receiving discounts
promotional maternity products
and teach them since they are trying
do I want you to get pregnant to sell
of diapers
good it turns out that several days later
this gentleman had to call and
apologize because the girl
she is effectively pregnant and the
company has found out before him
this happened because the company the only thing
What he did was start to analyze the
data that your customers had for
divide them into segments and generate
marketing campaigns with the simple
goal of selling more
so they realized that they could
discover which of your clients
they were in the first months of
pregnancy and generate campaigns
specific marketing for them
now this company the only thing that had
the data of what happened in their
business
what would happen if a company knows
all places where we all
the things that our righteous people buy
our affinities where we go from
holidays
you will tell me good no matter
because nobody has all the information
and what I have a contract because if the
companies on the internet have all the
information from us and much more
but before I go on I would like to do
a clarification this is not a complaint
a hidden conspiracy
this is something that is in sight and in
every time we subscribe to facebook
we want a gmail account we do not go down
a pity phone show us
terms and conditions ask us
permissions that we have to accept and there
they tell us what is going to happen with this
information they tell us they’re going to
collect more information and they will
use for commercial purposes
Juan Viena
in that and when they force themselves it ‘s another
very valid discussion but the reality
that the information is there well for
you be an idea facebook knows
our location at all times more
there we have disabled the gps
of the phone our phone is
connects with cellular networks to
have a signal to receive a
call when you connect this re these
towers the cell towers are
geolocated has a reference
geographical and so try for example
determine what is our house and what
is our workplace from
the days and the hours of the week what
that we are Monday to Friday from 9 to 6
this weekend work the days
week the night is your house they went down to
starbucks for example and automatically
they will be cataloged as people
interested in coffee even facebook
goes to the extreme of analyzing the photos
that we raise or that or raise another for another
person and the label to try
identify the clothing brand that we are
using and so make a deduction for
our purchasing power of our
social class
it’s okay that all these all these
they are algorithms that are not arrima
properly a mathematical operation
to solve a problem between
designed to be a problem that
they work together to collect and
generate an information profile
our why why is it
information has a lot of value
facebook and the internet company how
let’s see later they sell this
information to advertisers like me
that on a day-to-day basis for example if
we want to make a marketing campaign
digital
what we do is suppose in rosary
even a high-powered audience
Purchasing rosary
the only thing I have to do is
segment people use malt cell phones
expensive and that they are travelers
frequent international as you know
facebook if I am a traveler
international frequent good you
telephone are normally connected in
rosary beads
one day appears connected in paris to
a cell tower or WiFi network
they also have geographic reference and
ready
you left you returned to rosario access two or
three times a year and I’m already a traveler
frequent international and you can with
a reasonable confidence to do
a reduction in your purchasing power
of your social class and if this does not mean
I convinced
I ask you to think about searches in
google not only the phone the
pizzeria for example if you’re going to
intimate searches you would not like
anyone know
think about it they do not tell a story about
you do not talk about your fears your
concerns your interests
another way of seeing the value that it has
this information for companies in
internet understand in finance how it
evaluate in comparison if I would like
know how much an oil company is worth
I guess or I want to buy and pf well and
I want to know how much a form of
evaluate the is analyzing the reserves
of oil the reserves of barrels of
oil that has its manifolds
jockeys and the pf an oil company has
a lot of oil has a lot of value to the
companies to internet is the same but with
users instead of barrels
Petroleum
internet companies the more
users have better
you will know that facebook check
up to 22 million dollars
these 22 billion dollars
why why spend the money the
silver had exceeded one million
users and in this game the most
has a user the consistory has wins
surely some will eventually be based
I was thinking of charging a dollar a year in a
moment and obviously this disappears
completely when when they bought it
then we are on the day to
working day when we enter
facebook when we are on whatsapp
generating information for these
companies so that they can be sold in
definitively the users are the
product well now that we have a little
more how the business model works
of internet companies
I think we have left to think and we are
forced to participate in this one can
Quietly uninstall it from whatsapp
delete the facebook account
we do not search in google enough to be
fiction instagram
now I would like to see how much
time last
Do not see that they can not send you a
message when they see that they did not find out
what happens in your group of friends when you
put together next time when they are a
picture of you label them and not the
can see or when they want to look for
phone the pizzeria and can not these
services
these apps social networks are
embedded in the social fabric in the
our day-to-day interaction that
decide not to use them decide to exclude themselves
is equivalent to socially excluded
so I think we have to think
we really have an option
thank you very much
[Applause]
[Music]
”
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